Our Story

Recognizing Chifure founder Shimada Matsuo’s broad cosmetics industry experience and knowledge, Mitsubishi Oil Co., Ltd. appointed him to direct sales at their cosmetics company established in 1947. Shimada acquired the company in 1951. From the beginning, he aimed to offer safe and cost effective cosmetics, dismissing the image of cosmetics as necessarily luxurious and expensive. He introduced door-to-door sales to reduce distribution costs.

Shimada also encouraged in-house ingredient development in order to further bring down production costs. Under his leadership, the company created pioneering fragrance-free products. Shimada's commitment to inexpensive cosmetics was formed during a research tour of the United States and Europe in 1959. After that, he set himself to the task of offering products priced at ¥100, one third the conventional price of cosmetics in Japan at the time.

In 1960s Japan, the cosmetics industry targeted affluent women and focused on luxury. The price of cosmetics was inflated by large advertising budgets necessary to build brand image competitive with imported products. Shimada, however, envisioned cosmetic products as daily necessities rather than luxuries. Eschewing advertising and reducing production and packaging costs, he was able to realize his vision of products priced at ¥100.

Although sales were poor at first, a leading magazine dedicated a product research article to help change that. It drew the interest of the National Federation of Women's Regional Organizations (Zen-Chifuren). Eventually, distribution of Shimada's products by members of Zen-Chifuren broke the 'expensive is better' misconception.

Shimada felt strongly that consumers had a right to know exactly what was contained in products applied directly to the skin, because skin can be sensitive to certain ingredients. Chifure began fully disclosing ingredients on products in 1968, well before Japanese law required this in 2001, and pre-dating the 1975 US Food and Drug Administration (FDA) rules.

In 1978, the company additionally displayed the date of manufacture on the product container. While the Japanese cosmetic industry was reluctant to have a mandate on disclosure, Chifure's action was appreciated by consumers and surely was an example that influenced Japanese regulatory requirements.

Chifure's non-chlorofluorocarbon (non-CFC) hairspray, setting lotion, and hair treatment, all launched in 1981, were selected as EcoMark products recommended by the Japan Environment Agency and approved by the Japan Environment Association for certification as environmentally conscious products contributing to environmental preservation.

Chifure’s hairspray refillable container with recycled PET resin was EcoMark certified in 1992.

In 1992, Chifure received the Minister of International Trade and Industry Award for Outstanding Consumer-oriented Corporations. This award was initiated in 1990 by the Industrial Policy Bureau of the Ministry of International Trade and Industry (MITI) (now the Ministry of Trade, Economy and Industry).

Evaluation is based on a six-month examination of a company's management policy in terms of quality assurance and awareness of and response to consumer needs and complaints. Chifure was recognized for its affordable cosmetics, disclosure of ingredients, reasonable packaging, and minimal advertising.

Chifure placed its first mass media advertisement in 2003, in a shift from its long-held corporate commitment to refrain from advertising. The continued popularity of Chifure products through thirty-five years without advertising attests to their quality. However, a sea of proliferating cosmetic brands and a media scene marked by information overload, presented a challenge.

The company decided to use advertising to re-assert itself as a reasonably priced quality brand of products geared to people of all ages. Chifure's TV ads and advertising campaign allowed the company to achieve this goal and gain loyal customers.